Title: Relationship and patronage as determinants to loyalty programme use amongst Indian youth

Authors: Sapna Rakesh; Arpita Khare

Addresses: I.T.S Mohanagar, Ghaziabad, Uttar Pradesh, India ' Indian Institute of Management-Rohtak, Haryana, India

Abstract: The purpose of this study was to understand the Indian youths’ motives for using loyalty programmes of retailers. The research aimed at studying the behaviour of consumers using loyalty programmes. Indian youth of age group 20–28 years was contacted in the retail stores and data was collected through structured questionnaire (n = 213). ANOVA was used to test the differences amongst consumer groups in their use of loyalty programmes based upon their response towards relationship with retailers and proximity to the store. The Indian youth is motivated by the relationship they share with retailers and by using the loyalty programmes. The retailers’ should make efforts to build relationship with the consumers, as relationship is a major determinant to consumers’ patronage and loyalty behaviour.

Keywords: loyalty programmes; relationships; patronage; retailing; Indian youth; young people; India; customer loyalty; consumer loyalty.

DOI: 10.1504/IJBEAM.2011.044128

International Journal of the Built Environment and Asset Management, 2011 Vol.1 No.1, pp.41 - 55

Published online: 09 Dec 2011 *